There’s an old saying: People want to do business with folks they know, like and trust.
A few years ago, I took a long look at my website and thought “if you cover up the name at the top of the screen, it’s just like every other investment firm out there.”
Now if you click over to Mullooly Asset Management, I think you’d agree — it looks nothing like any other adviser’s site.
I wanted to put my own spin on the business. After all, it’s my name on the front door. And people have told me repeatedly, “I like doing business with you because — unlike other money managers — I can talk directly to you, and we have gotten to know each other.” I can say many great friendships have unfolded over the past 23 years.
OK, truth be told, I first went on Facebook because my kids were there, and a part of me wanted to periodically …ya know…check in on them!
But I found Facebook — and also LinkedIn were great ways for folks who maybe weren’t in my immediate area to get to know me a little better. They can read about me, they can see some of my articles I have written, they can check out my friends, who I am in touch with.
Now, in my line of work, results matter.
But I’ll say it again, people like to do business with someone they know, like and trust.
And in case you have not noticed, investment advisers really should not have (meaning: they are not supposed to) have testimonials on their marketing material. That’s right! Even simple stuff like, “I like working with Tom because he explains things clearly.”
So what’s an adviser (or anyone interested in marketing) to do? They need to find a way to get people to know, like and trust them. Here’s what they ought to check out:
These are three great ways to be “in the conversation” and three great avenues for me to stay in touch with clients of mine in other parts of the country. And three great ways for someone who is “not yet sure” about working with me to feel more comfortable.
Facebook = definitely more social.
LinkedIn = more business-oriented, I need to really develop this avenue more.
Twitter = how to get answers/information quickly
Find me on all of these applications and let’s spend some time getting to know each other better.
When your friends are tired of the same old message from THEIR adviser, tell them to sign up on my website, or just check me out on Twitter, Facebook or LinkedIn.
It’s a great first step. And no pressure.
The reason these sites work is because these sites really don’t want you promoting your business outright. That’s why it’s called “social media” or “social marketing.”
Now, what if I bump into someone who has never been to Facebook, LinkedIn or Twitter?
I tell them to Google: Mullooly Asset Management. There are nearly 2000 different items Google serves up on Mullooly Asset Management. That’s page after page of results of content.
A few weeks ago, I was giving a presentation and two of the questions from the audience were:
1. Most people I know already have an investment adviser. What makes you different?
2. How can I get more information about you and your business?
I tell them to google my firm. Or, they could also Google “NJ Investment Adviser”
Or try Investment Advisor in NJ on Google. Or perhaps they could Google 401k adviser (where I have two listings in the top 5). Maybe they should Google “find an investment adviser in NJ.”
There are TONS of way to look me up that way on Google.
But I think my personal favorite is this. Go to Google and type in:
Best stockbroker in NJ
See what you get.
So, head over to LinkedIn, Facebook and find me.
Or if you are on Twitter, check out (send a tweet to) 401kExpert.